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Japan’sCellphoneEdge@analytica1st.comJapanMobileSNSStudyJanuary2010mixifacebookgreemobagetowntwitterYahoo!DaysJapan’sCellphoneEdge@analytica1st.com2Part1.Japan’sMobilePhoneMarketOverviewPart1.Japan’sMobilePhoneMarketOverviewJapan’sCellphoneEdge@analytica1st.com3Chart1:JapanMobilePhonePenetrationRateAug.200914.0113.70%20%40%60%80%100%TotalJapanpopulation:127.7mMobilepenetration:89%Japan’smobilephonemarketisinamaturephaseThesaturationisherewithpenetrationratestandingat89%Thegrowthismodestwith4%upYoY(Aug.’08-Aug.’09)(seeChart:3)JapanisadominantlypostpaidmarketJust1.3%ofaccountsareprepaidandtheyaredecreasingTherearetwotypesofmobilephonestandardsinJapan:cellularandPHSAmongcountry’s113.7mwirelesssubscriptions,96%accountforcellularphonesRemaining4%gotoPersonalHandy-phoneSystem(PHS)Chart2:JapanMobileSubscriptionsbyType,Aug.200996%4%CellularPHSTotal:113.7mJapanmobilephonemarketiswelldevelopedJapanmobilephonemarketiswelldevelopedJapan’sCellphoneEdge@analytica1st.com4102030405060Aug-08Sep-08Oct-08Nov-08Dec-08Jan-09Feb-09Mar-09Apr-09May-09Jun-09Jul-09Aug-09Chart3:MobilePhoneUserBasesbyCarrier,2008-2009NTTDoCoMoKDDIauSoftbankEMOBILEWillcom(PHS)(millions)Source:TelecommunicationsCarriersAssociation,August2009LastyearJapan’swirelessmarketgrewbymere4%LastyearJapan’swirelessmarketgrewbymere4%Japan’sCellphoneEdge@analytica1st.com5Chart4:Ownershipofcommunicationsdevicesbyhouseholds(%),2004-20080204060801001202004(n=3,695)2005(3,982)2006(n=4,999)2007(n=3,640)2008(n=4,515)MobilephonesPSTNphonesPCFaxCarnaviNetworkedgamingdeviceNetworkedTV(%)Source:JapanMinistryofInternalAffairsandCommunications,2008Mobilephones,includingPHS,arethemostownedcommunicationsdevicesInpopularitytheysurpasspersonalcomputersandfixedlinetelephonesMobilephonesoutshinelandlinetelephones&PCsinJapanMobilephonesoutshinelandlinetelephones&PCsinJapanJapan’sCellphoneEdge@analytica1st.com6TherearethreemaincellularstandardsemployedinJapan:PCD,CDMA&WCDMA2G:cdmaOne(aCDMAflavor)andPCD,a...